H omogenisation V ersus G localisation of C ulture A central contention is that all cultures will become similar, that is homogeneous. Others argue that there is an increasing tendency towards glocalisation of culture. Glocalisation refers to the mixing of the global with the local. It is not entirely spontaneous.
Nor is it entirely delinked from the commercial interests of globalisation. It is a strategy often adopted by foreign firms while dealing with local traditions in order to enhance their marketability. In India, we find that all the foreign television channels like Star, MTV, Channel V and Cartoon Network use Indian languages. Even McDonald’s sells only vegetarian and chicken products in India and not its beef products, which are popular abroad.
McDonald’s goes vegetarian during the Navaratri festival. In the field of music, one can see the growth of popularity of ‘Bhangra pop’, ‘Indi pop’, fusion music and even remixes. Identify other instances of glocalisation. Discuss.
Have you noticed any changes in the films produced by Bollywood? While at one time there were scenes shot in foreign countries, the stories remained local. Then there were stories where characters returned to India even if part of the story was set abroad. Now there are stories set entirely outside India.